Immersed Festival – Cardiff, University of South Wales – 30 January 2021
It is coming up to a year since the ÜK live music industry went into virtual shutdown, thanks to the ongoing global pan(dem)ic which has swept through the Überverse and decimated so many lives. With seemingly no light at the end of the tunnel, at least for the foreseeable future, and no sign of any form of “normal” shows, as we once knew them, returning any time soon, artists and bands have had to find new ways of engaging and interacting with their audiences, and promoting their product – never mind selling it and thus keeping a roof over their heads and allow them to plot a course into the future. While some of the bigger, more established, names have had the wherewithal to re-invent their communication and promotional channels, perhaps hardest hit have been what we can perhaps best describe as the next generation… the new breed of young, up-and-coming artistes who would have relied on blagging an invaluable support slot on a bigger bill to spread their message and showcase their talents to wider audiences… which brings us neatly to the subject (sic) in hand…
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